Eye-tracking Output - Areas of Interest

Finally,  we need to draw conclusions from the data. To do this we perform an area of interest analysis. Based on the heat map and path analysis we select areas of interest (AOI) and compute the number of times viewers visit an AOI and the amount of processing time spent.

 

In this figure (print ad shown left) we can determine from the statistics that the Big Text was the first fixation, and the logo was the last. The longest fixation was also on the Big Text followed by the large white space on either side of the runner.

 

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